AV UP supports the growth and competitiveness of the media industry.

The three-year AV UP – New skills for the audiovisual industry, launched at the beginning of 2024, strengthens the industry's expertise and supports the growth needs of productions. The audiovisual industry is highly seasonal and certain job descriptions are occasionally subject to labour shortages. The sector is characterised by rapid technological development, a fragmented field of activity and partly uncoordinated cooperation between educational institutions and employers in the field. The audiovisual sector has proven growth potential, but the operating conditions vary in different parts of Finland. AV UP seeks solutions to all these challenges. 

AV UP stems from the Creative Economy Roadmap of the Ministry of Economic Affairs and Employment and the Ministry of Education and Culture and the Growth Pact for the audiovisual sector. The project is implemented by Turku University of Applied Sciences, Metropolia University of Applied Sciences, Arcada University of Applied Sciences, Tampere Vocational College Tredu, Turku Vocational Institute, Espoo Region Joint Authority for Education Omnia and Tampere University of Applied Sciences, which is responsible for coordinating the project. The project network includes a wide range of local and national stakeholder actors and companies. The Creative Network coordination project is also involved in the cooperation. The ESF+ project is part of the Creative and Cultural Innovation Competence projects, which are the responsibility of the Häme Centre for Economic Development, Transport and the Environment. 

The AV UP project develops foresight, education, funding models and cooperation between educational institutions and working life. AV UP engages educational institutions and operators in the field in order to create a national education service model. Small competence modules (micro credentials) are used to test new ways of continuous learning.  

The target group of the project is audio-visual professionals whose skills need updating and development. In addition, companies operating in the audiovisual sector with labour and competence needs are targeted. The target group can also be people changing careers, people heading towards the audiovisual sector. As a result of the project, trainers, stakeholders, operators and creators in the audiovisual sector have a uniform and shared understanding of the current and future needs of working life.